Importance of Business Conversation Starters
Small Talk and Warm-Up Conversation Important in Sales and Marketing
Jun 23, 2009 Angela Schnaubelt
Successful sales persons are compassionate human beings who care not only about their product or service, but also about the prospects and customers.
It is not a waste of time to sit for a few minutes and chat with the prospect, as valuable information can be obtained from idle conversation throughout the sales presentation and demo. Small talk achieves the starting point for an emotional bonding between two people.
A warm-up is best done right away in the sales process, as it lets the prospect know the sales person cares and is not going to try to sell something as a complete stranger. It's okay to engage in small talk and make friends. Relationship selling is part of the consultative sales process.
Conversation Starter Comments in Business and Sales
Look around the house or office for pictures, posters, books, refrigerator magnets, and other signs of the prospect's interests. Also, look for patterns of taste such as annuals or perennials in the front yard, kitchen decor, age of furniture, and obvious collectable items.
Comments about observations on children or pets are great conversation starters, as well.
Conversation Starter Questions for Salespersons
Self-made Minnesota millionaire, Harvey Mackay of the Mackay Envelope Corporation, devised a questionnaire entitled the "Mackay 66." The 66 questions are sometimes asked directly, sometimes answered by simple observation, and sometimes found by doing research on the prospect. The questions fall into several categories. Here are some of the categories on the "Mackay 66:"
- Education
- Family
- Business Background
- Special Interests
- Lifestyle
Mackay insists, "Knowing something about your customer is just as important as knowing everything about your product." He explains that the salesperson will always have a reason for contacting and talking to the customer using information about their special interests. "Knowing your customer means knowing what you customer really wants. Maybe it is your product, but maybe there's something else, too: recognition, respect, reliability, concern, service, a feeling of self-importance, friendship, help- things all of us care more about as human beings than we care about [our products or services]." (p. 23, Swim With the Sharks Without Being Eaten Alive, Ballantine Books, 1988)
Many prospects want to know that the salesperson is a genuine person who cares about them. Finding common ground about things that are important to the prospect through small talk is an important step in building trust and a relationship with the prospect.
The warm-up part of the sales process is important for a variety of reasons. These advanced social skills increase self-esteem of the sales person. These skills also increase job satisfaction with establishing a human connection to prospects and customers. Finally, mastering the art of small talk and business conversation warm-ups increase closing success in sales .
Sources and Resources
Swim With the Sharks Without Being Eaten Alive by Harvey Mackay (Ballantine Books, 1998)
Swim With the Sharks Without Being Eaten Alive
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